There’s more to Facebook than meets the eye when it comes to social media marketing, with many ways of engaging with the people who like your page and many business owners still unsure of how to use Facebook for business. The total number of active users on Facebook now sits at over 1.55bn, meaning there’s a lot of people out there to target with your page.
According to official statistics, usage is split more or less evenly between men and women with a significant percentage of users within each age bracket, so there are plenty of demographics that it appeals to and which it can be used to engage with.
Setting up a page is simple and free, and you can even set up multiple pages for your business if you need to. To get started you simply select the ‘create a page’ option from the drop-down menu in the top right hand corner of your account, choose a category for your page, and fill in all the relevant information.
After you’ve completed the process of creating a page, you’ll have the option of adding more info – and you should add as much that’s relevant as possible. Make sure your profile picture is set as your business’s logo and that you add a cover photo which is consistent with your branding.
To set up a basic page only takes minutes and this small investment of time is guaranteed to yield rewarding engagement if you put the effort into building a following.
Deciding what to post
Although Facebook doesn’t have the same restriction on characters as Twitter, this freedom doesn’t mean that every post should be an essay. While long posts aren’t necessarily bad studies have shown that shorter posts consistently get the most engagement – the most engaging posts are around 40 characters in length, and include a link.
Just 40 characters might seem too short but the stats don’t lie, and Facebook’s own research indicates that posts which use the built-in link format (the format that is automatically generated when you post a link into a post) get twice as many clicks compared to links in photo captions.
Deciding when to post
There’s no golden rule for what time you should post something on Facebook, though statistics indicate that 12 – 1pm on Saturday and Sunday, 3 – 4pm on Wednesdays, and 1 – 4pm on Thursdays and Fridays are the peak hours for posting. There are plenty of factors to be taken into consideration when determining the best time to post, but generally speaking as long as you’re not posting things in the dead of night or early hours of the morning it shouldn’t make too much difference. And people do look at social media at work so it’s OK to post during working hours.
One of the great things about Facebook is that you don’t have to post right away, with a scheduling feature that allows you to set when a post will go live. It’s also possible to backdate if you need to, or save a draft of a post if you don’t feel it’s quite ready yet.
Whenever you decide to publish your posts the best strategy is to decide on a schedule and stick to it, so your followers will get to know when to expect new posts from you.
Make your staff page admins
A lively Facebook page doesn’t just have to be the work of one person, and it’s possible to add multiple admins who can also post updates (providing they have a Facebook account). In the settings menu, admins can be added by clicking on the ‘Page Roles’ tab.
The benefits of allowing multiple members of staff to edit your page are numerous – they can be a fail-safe in case someone is unable to post something, reduce the workload associated with one person doing the job, and increase the amount of content posted so that the page looks more lively.
Integrating Facebook into your website, such as adding the ubiquitous ‘Like’ and ‘Share’ buttons to your web pages, makes it easier for people to share your content with their friends and connect with your Facebook page. While one purpose of your Facebook page will be to direct people to your website, the purpose of integrating Facebook’s sharing features into your website is to help your visitors direct other people to your site when they find content of yours they like.
If you’re not sure what you’re doing when it comes to this last stage it’s always best to ask for professional help. When set up correctly the like and share buttons can really help to increase traffic to your site.
If you’ve got questions about how to use Facebook for business – whether about setting up a page, what to post, or integrating Facebook into your website – feel free to get in touch with one of our experts here at Vu. We also offer a wide range of social media marketing services, from advertising to training for your team.
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